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Online Branding

Online Branding






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    Online Branding Online Branding Presentation Transcript

    • Online Branding 2/28/2013
    • What is Branding?• Branding is psychology.• A brand is a recognizable set of experiences that creates an emotional connection between an individual and an entity.• Create a “personality” for your company.
    • Internet Branding• Your website should integrate recognizable elements of your brand that reflect the connection people share with your organization.• Your website should create a mood that supports the story your organization is communicating.• Discussion: What elements of a website are involved in branding?
    • Color
    • Typography
    • Typography - size
    • Typography - size
    • Typography - kerning
    • Typography - leading
    • Typography - caps
    • Typography - artistic
    • Typography - artistic
    • Anticipate Your Audience• Think like your model user.• Scan your page. – Subheadings tell the story.• Answer questions.• Think about accessibility. – handicaps – bots – mobile devices
    • Establish Credibility• Eliminate “marketese”.• Cite references.• Pay attention to detail.• Be conversational.• Use a “bio” page. – Be brief but creative. – Pictures should match your tone.
    • 10 Tips for Web Writing1. Content first.2. Eliminate.3. Strive for simplicity.4. Use juicy verbs.5. Use the active voice.6. Use personal pronouns.7. Use fragments.8. Create patterns.9. Edit again.10. Read good online prose.
    • Whitepapers• Usually a fairly lengthydocument.• Technical resource.• Establishes your credibility asan expert in the field.
    • E-books• Great promotional tool.• Give away in exchange for e-mail list.• Add a creative commons license.• Engage your audience and harness viral marketing.
    • Blogging Hints1. Stick to a specific topic or set of topics.2. Write for a target audience.3. Use the writing hints.4. Make it personal.5. Write your title carefully.6. Build a brand.7. Prompt discussion and allow commenting.8. Keep it short.9. Link to other content.10. Use feedburner.
    • Image Types• GIF –Graphics Interchange Format – Small size –Animations• JPEG – Joint Photographic Expert Group – Best for photos• PNG – Portable Network Graphic – Transparency
    • Resolution• Measured in pixels per inch.• 72 to 96 PPI• 16.8 million colors (32 bit)